Whether you own a restaurant or a specialty retail store, providing the best customer experience should have the highest priority. One way to improve your customers’ experience is by gathering their feedback from satisfaction surveys and store reviews. This feedback lets you know more about their experience with your store and the service they received. But you need to know when to ask for customer feedback to get the answers you need.
Avoid Feedback Fatigue
Today’s technology makes it easier than ever to send out customer satisfaction surveys. They’re on websites and in our email inbox. Plus, mobile marketing can send a link to a survey within a text message, making it one of the most effective ways to capture immediate input (higher open rates and faster response times). But, when used too much, all of these can contribute to feedback fatigue.
Because of our data driven world, companies are asking customers to respond at every touchpoint. For some, this practice has become annoying, which may lead to a negative experience. Too many of these can have harmful effects through fewer responses and low-quality feedback.
Strategic Timing
You never know unless you ask. It’s as easy as that, but you have to be careful how and when you ask. These are the five best times to ask for customer feedback and the opportunities that come with it.
1. First Contact
The first time a potential customer interacts with your business is the best time to ask where and how they heard about you. This can be one of the most telling things about the effectiveness of your marketing campaigns and store location. It will also give you a better understanding of how to spend your marketing dollars.
2. Point of Sale
One of the best times to get customer feedback is at the point of sale. Their memory is sharp and full of details. It lets you know if there are problems that need your immediate attention and what the store needs to provide a better experience. But, customers also don’t want to be delayed, so keep the questions short and direct. Longer surveys should be sent at this time, as well. This will capture more information that can be used for improvements in services and product offerings.
3. Prior to Major Changes
This is one businesses often neglect. Major changes to a store or its brand have the potential to alienate loyal customers. With a survey, you can alert your customers about any changes you are making and empower them to give their opinion about it. Some change may be unavoidable, so their feedback and your response to it will strengthen your relationship.
4. Every Quarter
Asking for customer feedback every quarter is a great way to gain more comprehensive information about your customers’ experience. It also keeps them thinking about your store and what they like about it.
5. When Customers Leave
You need to reach out to customers that no longer frequent your store, which may require some digging into your point of sale data. They are the ones that can tell you about your weaknesses, or what the competition is doing to win them over. It’s also an opportunity to win them back.
A Two-Way Relationship
Every time you give your customers a survey, you empower them to ask for change. This is the two-way relationship consumers are looking for, today. And it’s the kind of positive engagement that leads to a better customer experience.